Type Casting 3

For a logo project, it may be easier to use only a font as inspiration to build your icon from. If your logo is ABC, for example, you can create custom letter forms yourself as your logo. If you do base your logo on a specific typeface, you might consider purchasing that font for later use within your branding material. With this in mind, there is an opportunity to find a complimentary font that works with your logo and branding. A simple san serif font (a straight, block typeface) works well with a script font. Be sure not to cram too many fonts into one project, that can make your material confusing to read.

Always look objectively at your font choices. Look at your text as you would a road sign… speed by, and see what you remember about what you just saw. Did you miss your exit? You might need to revisit your font choice or adjust to provide the strongest message you can.

Another good exercise, is to look only at the negative space around and in your logo type. The open spaces will draw attention, the most obvious is the bullseye within the letter “O”. The way letters fit together is very important and should be considered. Also, take a different view, by turning your project up-side-down. What you want to do is be sure the person viewing your type does not get drawn away from your image. Keep them centered and where you want them to look.

The best font choices are ones that don’t get noticed. Let the font carry your message to your customer in the clearest way.